Radio And Television Reported The Difficulties Faced And Their Marketing Strategies

Most of City Television broadcasting Newspapers which have been thriving for a time are facing with difficulties in recent years. Having not adaped to the changing situation promptly and repositioned to market the newspaper properly are the one major causes. And there is very little study in this aspect. This paper analyses the correlated material and data and studies the reposition of City Television broadcasting Newspapers and the marketing stratagies under the new situations according to the related theories on Marketing and News communication.Firstly, it analyses the development of Chinese City Television broadcasting Newspapers and proposes that the content should be repositioned and transformed from " Guidance for watching and listening" to " Guidance for life's convinence" in view of the current vague position of the newspapers. Secondly, combining with the relatively advanced marketing stratagies, it comes up with three marketing stratagies for current City Television broadcasting Newspapers to make chear: 1) Maximum readers' and commerical value. Refprm the newspaper according to readers' demands so as to improve the value and comprehensive profit. 2) Effect- orientated publishment. Transform the concentration on quantity to quality by targeting at certain readers. 3) Two-way communication of newspaper marketing. Shift the one-eay information transmission to the two-way communication with comsumers.This paper, incoporating the experience of the development of Chinese City Television broadcasting Newspapers and other papers for reference, provides a large amount of the latest imformation about the competition in newspapers, proposes feasible and operatable ideas and methods. It is very pratical and instructional. It makes some contribution to the development of Chinese frontier media.